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by: Courtney Small


Courtney Small

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About this Document

The topics said to be remembered in chapters 12-16 for test 3.
Intro public relations
William J. Gozenbach
Study Guide
intro, public relations, test, Study Guide
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This 8 page Study Guide was uploaded by Courtney Small on Tuesday March 29, 2016. The Study Guide belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 85 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.


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Date Created: 03/29/16
Chapter  12   Libel   •   4  components:   1.   Defamation:  expose  to  hatred,  contempt,  or  ridicule;  lower  esteem  of  peers;   cause  to  be  shunned;  or  injure  business,  trade  or  profession  (injury  of  some  kind)   2.   Publication:  seen  by  person  other  than  writer  and  defamed   3.   Id:  must  be  able  to  identify  the  person     4.   Negligence:  Didn’t  follow  customary  standards   •   Public  Figure:  added  burden  of  false  and  reckless  disregard  for  the  truth,  actual  malice.   Held  to  a  higher  standard.     Defenses:   1.   Truth     2.   Privilege:  public  official  doing  public  action     3.   Fair  comment  and  criticism     Privacy:  4  major  areas     •   Employee  newsletters:  keep  organization  orientation,  not  personal     •   Photo  releases:  Sign  release,  file,  date,  context     •   Product  publicity  and  advertising:  release,  issue  of  misappropriation     •   Media  inquiries  about  employees:  Confirm  employee,  title/job,  begin/end  date,  bio   sheet,  employee  address  media;  no  personal  info     o   Also,  email  public;  whistleblower/  trade  secrets     Copyright     •   2  areas   •   Copyrighting  your  stuff     •   Using  other's  copy  righted  stuff     Copyright     •   Copyright:  exclusive  rights  of  original  work  of  authorship  fixed  in  a  tangible  medium  of   expression  now  known  or  later  developed     •   Work  include:   o   Copyright  symbol  (c  in  circle)  followed  by  copyright     o   Year  of  copyright     o   Name  of  copyright  owner     •   Individual:  Life  +70  years     •   For  hire:  95  years  from  publish.  45  years  added  for  Mickey  Mouse     Fair  use     •   Get  permission     •   Copyright  Clearance  Center   •   Issues  of  fair  use     1.   Purpose/character  of  use     2.   Nature  of  copyright  at  work     3.   Amount  used     4.   Effect  on  market  value       7  categories  of  authorship     •   Literary  works   •   Musical  works   •   Dramatic  works     •   Pantomimes  and  choreographic  works     •   Pictoral,  graphic  or  sculptural  works     •   Motion  pictures     •   Sound  recordings     Other  Issues     freelancers:  Reid  Case:  own,  buyer  gain  license   Trademarks     •   Word,  symbol,  slogan,  used  singly  or  in  combination,  that  identifies  a  product's  origin     •   R  in  circle  registered,  TM  in  small  caps  not  registered  (common  law),  SM  in  circle  service   mark  registered,  SM  not  registered  or  pending     •   Register  with  patent  office     1.   Application   2.   Drawing     3.   Fee  $175   4.   3  ex.  How  being  used     •   First:  5  years,  10  year  renewals     •   Misappropriation  of  personality:  The  king(Elvis),  CKX  $100  million;  Ali  $50  million     FTC     •   Regulate  advertising  and  publicity:  issues  of  deception  or  misleading     •   Ex.  Campbell's  soup:  heart  healthy     •   Hollywood  movie  critic  quotes   •   Kid  Food  marketing     •   See  p.  317  summary     SEC:  Top  3   •   Full  information  must  be  given  on  anything  that  might  materially  affect  the  company's   stock     •   Timely  disclosure  is  essential     •   Insider  trading  is  illegal     •   Mosaic  Doctrine:  "Overall  misleading  impression"     SEC   •   Fair  disclosure:  REG  FD  (2000):  broadly  disseminate  material  information;  not  just  to   brokers  and  analysts     Corporate/  Employee  Free  Speech     •   Citizens  United  v.  Federal  Elections  Commissions:  corporations  can  spend  freely  for  or   against  a  candidate     Chapter  13   The  Internet:    Pervasive  in  Lives   •   Digital:    0,1   •   Internet  hardware;  WWW  software   •   ARPA  (Advanced  Research  Projects  Agency)  early  1960   •   APRANET:    1969;  move  to  civiilian  use   •   1979:    like  ARPANET  but  support  discussion  groups   •   1979  Compuserve;  1989  AOL   •   1989  Tim  Berners-­‐Lee:    invent  WWW  software  system;  give  it  away   •   Internet  Access:    US  90%;  35  worldwide   WWW  cont   •   Making  a  website  interactive   o   Pull,  not  push  model   o   WSJ:    3  of  24  respond  adequately   •   Managing  a  website   o   Requires  cross-­‐functional  teams   o   Brings  in  expertise  from  several  departments   •   3  advantages   o   Cost-­‐effectiveness   o   24/7  access  by  users   o   Portability   o   3  main  types   •   Organizational  Blogs:    Company/PR  write   •   Employee  Blogs:    Employee  blog  on  behalf  of  co.:    id  self  in  co.;  personal  views   •   Third-­‐Party  Blogs:    Ex.    Food  bloggers  and  Weber  Shandwick   •   Wikis:  Saving  Trees   o   Invite  all  users  to  edit  any  page  within  the  site  using  a  basic  browser   o   Promote  meaningful  topic  association  among  different  pages   o   Involve  visitors  in  ongoing  process  of  creation  and  collaboration   o   Ex.    GM  Centennial  Celebration     Managing  the  Website     •   Ideally  lie  with  Corp  Comm   •   PR  People:    70%  believe  control  should  be  in  PR   •   Reality:    IT,  Marketing,  HR   •   Team  approach  needed       Webcasts     •   Any  event,  live  or  archived,  which  involves  the  transmission  of  information  from  a   person  or  organization  to  a  larger  audience  over  the  Internet   •   90%  of  public  companies  use   •   Ex.    Chocolate  Manufacturers  Assn.  (CMA):    Chocolate  samples   •   Ex.    US  Bureau  of  Engraving  and  Printing  (BEP):    $20  bill       Podcasts     •   A  podcast  is  a  digital  media  file,  or  a  series  of  such  files,  that  are  distributed  over  the   Internet  using  syndication  feeds  (RSS)  for  playback  on  portable  media  players  and   personal  computers   •   Primarily  audio,  moving  to  video  podcasts   •   Ex.    Whirlpool  “American  Family”  family  issues,  travel,  health;  Purina  Pet  Advice   Facebook:    King  in  Social  Media   •   Over  1.5  billion  users   o   70%  are  outside  of  the  U.S.   •   150  million  daily  US  visitors   •   Why  PR  should  make  use  of  Facebook   o   Gaining  consumer  insights   o   Building  brand  awareness   o   Creating  customer  loyalty   Snapshot  of  Facebook:    2013   •   Average  visit:    20  minutes   Twitter   •   Form  of  texting  messaging  140  characters,  followers   •   Web  based  so  posts  are  indexed  by  Google  and  available    to  anyone  with  Internet  access   •   Getting  more  robust:    Annotations:  Possible  platform  to  share  anything  on  Twitter   •   85%  of  world’s  largest  companies  have  active  accounts   •   Use  examples:    p.  348   •   Basic  guidelines  for  PR  professionals   o   Think  outside  the  box   o   Tell  as  story   o   Avoid  bulletin  board  syndrome   o   Don’t  be  a  “twammer”   o   Update  on  a  daily  basis   o   Use  Twitter  in  a  crisis   o   Think  twice  before  posting   Texting:    A  Way  of  Life   •   75%  of  mobile  phone  users  text  daily   •   Organizations:    3  Types   o   Broadcast  text:    brief  message,  memo   o   Subscription:    User  sign  up;  like  RSS  on  computer   o   One-­‐Off:    Send  text  to  source  to  get  answer       o   Good  ex.  of  texting:    SD  Office  of  Tourism  Ski  report     Chapter  14   PR  and  News   •   PR  accounts  for  50%  of  news     •   70%  of  adults  follow  local  news     •   Uncontrolled,  Editor   •   Reporters  process  info   •   Reporters  rely  on  PR     •   News  release:  Disseminate  info  to  mass  media  and  other  outlets         Characteristics  of  News     •   Impact/consequence   •   Oddity/unusual   •   Conflict   •   Known  principal/prominence   •   Proximity     •   Timely       News  Values   •   Accuracy   •   Objective   •   Fairness/Balance   The  Basic  Online  News  Release   •   Single  Space   •   200  words  or  less,  5  paragraphs     •   Inverted  pyramid:  Important  first,  5W,  H   •   Again,  active  tense   •   Top  Line:  name  of  organization,  logo   •   Second  Line:  Date     •   Headline  in  bold  face;  ID  what  about;  Subject  line  in  e-­‐mail  (20  words  or  <);  Key  word  for   SEOUA  News  release   The  Multimedia  Release     •   Smart  Media  release  (SMR)   Chapter  15   Reach  of  Radio     •   13,750  radios  stations,  10,000  commercial   •   Reaches  92%  of  US  population  daily   •   Over  12  in  US,  average  2.5  hours  a  day   Audio  News  Release   •   Actuality:    announcer  tape   •   Soundbite  version:    announcer  and  soundbite  (Quote)   Radio  PSA   •   For  60-­‐space  line:   •   2  lines=10  seconds  (25  words)   •   5  lines=20  seconds  (45  words   •   8  lines=30  seconds  (65  words)   •   16  lines=60  seconds  (125  words)   Radio  Media  Tours   •   RMT   •   Central  location  for  source;  phone  hook-­‐up   •   Publicist  book  time  with  station   •   Low  cost,  convenience   •   Know  shows,  research;  know  past  guests   •   Timing:    consider  audience,  time  of  day   TV  VNR   •   :90  typical   •   $20K-­‐$50K   •   Not  for  minor  stories   •   Sell  client,  subtle   •   Format   o   Script:    video,  audio   VNR  Production   •   Enlist  pros:    writing,  video,  audio,  talent,  delivery   •   News  footage  look   •   No  superimpose   •   No  stand-­‐up  reporter   •   Local  angle  if  possible   •   Good  graphics,  animation  a  plus   •   V0  track,  SOT  Track   •   News,  Evergreen   VNR  Delivery   •   Include  B-­‐roll  (video  shots;  sound  bites   •   Advisory  sheet   •   Primarily  satellite  delivery;  MediaLink   •   Walmart  VNR   •   Canada  Healthy  Kids   VNR  Use   •   Heavy  use   •   End  of  news,  fill  in   •   Cost  savings:    1  of  12  minutes   •   Average  good  VNR:      40-­‐50/  stations,  2-­‐3  million  viewers     •   Script:    p.  403   The  New  Trend:    B-­‐Roll  Package   •   70%  news  directors  want  B-­‐roll  attached,  make  own  VNR   •   Issue  of  “fake  news”   •   2-­‐3  minutes  of  relevant  visuals  to  show;  sound  bites     •   B-­‐Roll  National  Bed  Month     Satellite  Media  Tours   •   SMT   •   Like  radio,  source  at  central  location   •   85%  of  TV  stations  use   •   Arrange  feed  time     •   Location  ideas:    Ex.  new  hotel/casino   •   Also  news  feeds:    video,  soundbites;  satellite  or  podcast  delivery    ex.  Christie’s   •   SMT  Examples   •   Segments  on  News  Programs:    Ex.  B-­‐M/Purdue  Pharma  insomnia  meds     Guest/Personal  Appearances   •   TV  or/and  radio   •   Pitch  call,  letter:    do  as  they  want   •   Not  news  dept.,  producers,  talent  coordinator,  booker   •   Know  show:    Cision,  watch   •   Prepared,  Concise,  Relaxed   •   3-­‐4    week  lead   Personal  Appearances   •   Talk  Shows   o   4,000  radio   o   20  national  TV  syndicated   o   Local  shows:    morning,  lunch   o   Magazines:    3-­‐10  minute,  ex.  60  Minutes   Material:    Booker  Pitching   •   Newsworthy   •   Timely   •   Useful   •   Viewer  appeal   •   Spokesperson  talent   •   Not  too  commercial   TV  Interviews   •   Do  prepare   •   Gestures,  eye  contact   •   Body  positioning   •   Be  yourself,  open,  brief,  honest   •   Play  it  straight,  watch  humor   •   Dress  for  occasion   •   Holes  in  head   •   Don’t  look  at  the  monitor   Product  Placements   •   ET:    Reese’s  Pieces:    Place  product  in  show   o   Place  in  movies,  TV:    Fee   o   Game  shows;    Prizes,  give-­‐away;  Price  is  Right   o   In-­‐kind:    use  hotel  for  mention   •   Issue  placements:    ex.  teen  pregnancy,  drinking/driving   •   Radio:    DJs:    Interviews,  placement   •   Other  video  placement    Ex.  YouTubeShare  a  Coke   Chapter  16   A  world  filled  with  events     •   Advantages   •   Focus  on  face  to  face  communication   •   5  senses   •   Various  sizes:    5  for  group  meeting  to  150,000  Consumer  Electronics  Show   Group  meetings     •   Location:    Right  size,  Make  sure  people  can  find  it   •   Seating:    Round  table,  U  Table,  Theatre,  Lunch  room/long  tables  on  one  side  to  work,   Discussion  room   •   Facilities   •   Invitations:    3  to  6  weeks  ahead;  detail,  RSVP   •   Registration   o   Greeting   o   Sign  in,  name  tags   •   Program   o   What  goes  on  at  meeting:    chair   o   Speakers   o   Meals   o   Printed  program       Banquets  -­‐catering,  logistics  of  timing   •   Catering   •   Weeknight  vs.  weekend   •   Food:    Chicken/fish,  veggie   •   Figure  tax  and  tip:    $25  a  head>$30.75  with  tax  and  tip  at  23%.    Can  add  up  to   25%.   •   Logistics  and  Timing   •   Timeline  for  process   •   Timeline  of  event  day(s)   •   Timeline  of  event  itself   Receptions  and  cocktails     •   2  hours  max,  large  room,  standing,  light  food   •   Key  is  social  interaction   •   Focus  on  event,  if  speech  5-­‐10  minutes   •   Bar:    hosted,  no  host,  tickets,  skilled  bartender  1  per  75;  also  have  nonalcoholic   beverages   •   Cut  off:    Bar  closes  in10  minutes   Trade  Shows     •   6,000  a  year  in  US;  65  million  attend  annually   •   Several  1000  to  >100,000   •   Ex.  CES    150,000  in  Vegas,  3000  companies,  3  million  sq.  ft.   •   Exhibit  booths:    Start  at  $50,000  and  up  ($500K-­‐$1  million)   •   10  seconds  to  attract  attention   •   Hospitality  Suites   o   Pressroom  and  Media  Relations:    Starts  pre-­‐show,  arrange  ahead,  serve   needs  at  site    


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